──Ryo Miura, Dentsu Kyushu Inc.: What brings you joy as a producer?

When we want to immerse ourselves in thought or try to squeeze out ideas, we each need our own unique "companion" (an indispensable item). For the great detective Sherlock Holmes, that would be his beloved "pipe" and "violin."

This series invites various individuals to share their "personal companions for thought"—unique to each person. We hope you'll enjoy discovering their "unexpected side" while pondering "thoughts about thinking."

(Web Dentsu Inc. Editorial Department)

Ryo Miura: Dentsu Kyushu Inc. Integrated Growth Planning Bureau
After joining Dentsu Kyushu Inc., he has tackled diverse challenges for corporations and local governments, primarily in field promotion and PR. Key projects include the Kyushu Shinkansen "Congratulations! Kyushu" and "Dream Come True Shinkansen" campaigns, Tsuruya Department Store's "Stories of People and Things" exhibition, and the "Attack on Titan" exhibition.

Is your job, Mr. Miura, "like" that of a producer?

──Thank you for your hard work yesterday on the "Secret to Why Some Companies Stay Energetic #41" interview. You drew out so many wonderful stories from the interviewee. As the editor in charge, I'm completely satisfied. As an interviewer, you were approachable, full of topics, and your questions were very multidimensional. As an editor, I learned a great deal.

Miura: Oh, no, no... But I'm glad to hear you say that. Looking forward to working with you again today.

──Right away, could you briefly share your career background?

Miura: After joining Dentsu Kyushu Inc., my first assignment was in promotions. From there, I moved to marketing (strategic planning), and in my sixth year, I was seconded to Tokyo to gain experience in creative. Since returning to Kyushu, I've worked broadly across communication planning, without limiting myself to any specific area.

──So over about 20 years, you've experienced various roles?

Miura: If I had to summarize my work during that time in one phrase, I'd say I've been doing "producer-like" things, and I still am.

──"Like"?

Miura: As you know, defining exactly "what a producer does" is incredibly difficult. The job content differs significantly between a TV station producer, a music producer, and a producer at a commercial production company.

──That's true.

Miura: The producer I envision, or rather, the one I admire, is Toshio Suzuki from Studio Ghibli. He's like an editor who also handles PR. He looks a little ahead, stands between the creators and the audience, and is well-versed in marketing. Of course, he's just someone I admire; it would be presumptuous of me to say I do work like Toshio Suzuki's...

──Toshio Suzuki, you say.

Miura: When I was first sent to Tokyo's creative department in my twenties, I felt like I was the only one standing there, lost, surrounded by people like Hayao Miyazaki everywhere... But including that experience, I consider the opportunity to work with people from various professions, in different environments, and under various titles, to be my greatest asset.

──As a sort of producer?

Miura: Exactly. Since it's repetitive, I'll just say producer from now on (laughs). I believe the producer's role is to create "space" for their partners and for the team.

──Space?

Miura: Like shining a light on the destination, paving the way to get there, and keeping the path itself clean and clear.

──So you're a pilot, a road maintenance worker, and a bit of a "Lele-le" uncle too.

Miura: It's like the person holding the brush in curling. Okay, that metaphor might be a bit much (laughs). But speaking of metaphors, I feel a producer needs the ability to "control the coefficient of friction." Our work values order, but sometimes discontinuity and irrationality are important too. After all, everyone struggles daily within that chaos.

What is the dynamism of a "regional" producer?

──I revisited your back issues on Web Dentsu Inc. News about the "Attack on Titan Exhibition WALLOITA" held in Oita and noticed something.

Miura: That brings back memories. It must have been about ten years ago?

──I recall "regional branding" being a major theme, and four keywords emerged from the articles: <①Major (mainstream) content　➁The entire town working together　③Guiding visitor flow　④Engaging both public and private sectors>.

Miura: Exactly. Those four were major themes for us working "on the ground" too.

──As I copied those four themes into my notebook and looked at them, I thought, "Wait, this is exactly like the Tokyo Marathon!" And to take it further, like the Tokyo Olympics too.

Miura: I see.

──What I mean is, despite the difference in scale, the methods of "field promotion" are clearly reflected in "regional branding."

Miura: That's certainly true. Of course, with fewer staff in regional settings, each person on the operational side has more to handle. But as you pointed out, the fixed notion that things always flow "from the city to the region"—like "bringing urban functions to the region" or "bringing urban trends to the region"—seems to be starting to break down.

──You mean you feel it firsthand?

Miura: The real thrill of field promotion lies in things like "seeing someone's delighted expression firsthand" or "exchanging hugs with staff who sweated alongside you." I think this applies to producers in any industry—honing that kind of visceral sense is crucial to the job of a producer.

[Case Study 1] Open Up☆Oita (JR Oita Station Building Opening Project / JR Kyushu)

In 2015, a campaign was held to revitalize Oita City's downtown area, coinciding with the opening of the new Oita Station Building, "JR Oita City." Aiming for everyone to open their hearts and become one at the same time as the town's opening, the entire station became a festive venue where citizens performed a grand chorus. (Right: A commemorative photo with the staff who literally "sweated together" immediately after the event ended.)

[Case Study 2] Congratulations! Kyushu (Kyushu Shinkansen Full-Line Opening Campaign / JR Kyushu)

In 2011, the "Kyushu Crossing Wave" campaign celebrated the full opening of the Kyushu Shinkansen. From a specially wrapped Shinkansen train, footage was captured of people along the route celebrating the opening for a full 250km stretch from Kagoshima to Hakata. It was a truly memorable day, literally uniting all of Kyushu.

What is Ryo Miura's "companion for thought"?

──Now, getting to the main topic, what is your "companion for thought," Mr. Miura?

Miura: Straight up, it's "tidying up." It overlaps with what we've discussed before: "cleaning," "creating space (margin and breathing room)," "organizing," "laying out a path"... Not just at work, but in my actual home life too—cleaning, laundry, ironing, organizing the refrigerator—I love all of it. If I casually mention this, my wife gets angry, saying, "That makes it sound like I don't do anything at all!" (laughs).

──"Tidying up," huh. I get it, I get it. I'm one of those people too. Right? It's definitely not about being a "clean freak," though?

Miura: Exactly. Actually, it's quite the opposite. When I see a messy situation, I get excited. Wow, this is going to be a satisfying cleanup job!

──So it's less about wanting that sense of relief after tidying up, and more that the act of tidying itself is enjoyable. How do you feel when you finish tidying?

Miura: I feel relieved, for a moment.

──I get that. It's not like, "See? I cleaned it up! This sense of accomplishment is awesome!" and doing a victory pose, right?

Miura: I think it's more that while I'm enjoying the tidying, I'm thinking about all sorts of things. I'm not sure how many people would agree with my idea that "tidying = a companion for thought"...

—No, no. That "sigh of relief" after tidying up is just mental fatigue, I think. If it were physical exhaustion, you'd be like "Haah, haah..."

Miura: My hobby is camping, and that's like the "ultimate tidying up," right?

──Meaning?

Miura: Well, think about it. You prepare all sorts of things the day before, head out on the day itself, pitch the tent, start a fire, cook, eat and drink... and then it really begins. You wash the dishes and pots you used, pack up the trash to bring home, deal with the charcoal and ashes, fold up the tent, stow it in the car, then get home and run the washing machine. It's like you're going out specifically to do the "tidying up," isn't it?

──Wahahahahaha!

(Photo by Ryo Miura)

Miura: I got carried away and talked too much. I hope it's okay... I hope readers don't think I'm weird...

──No, no. At least I totally relate. And I think everyone has that side to them, to some degree.

Miura: Oh, I see. Right?

──Also, today I heard a lot about your work, and I think that's where a producer's talent really shows. A team brings together specialists from various fields. An excellent producer is someone who, when things threaten to spiral into irreparable chaos, consistently identifies the "greatest common denominator" and "cleans things up."

Miura: Speaking of which, the esteemed producer Toshio Suzuki once mentioned on a program that he "absolutely loves cleaning up."

──That's the ultimate reward for a producer, isn't it?